The new project aims to raise consumer awareness of adidas products made from recycled ocean plastic.
Flagship Store Visitors adidas on the Champs Elysees in Paris will now be able to learn more about plastic pollution in the oceans and how the company is fighting this problem. Augmented reality (AR) technology will help them with this. By pointing a smartphone camera with the For The Oceans app installed (tailor-made for the occasion) at the digital screens in the store, visitors can see a whale swimming around them in a mass of all sorts of plastic objects that pollute the waters of all oceans today. The following shows how all this plastic is collected, recycled and turned into adidas shoes. Available immediately from the same store, which features the latest collections created using plastic that has been collected from beaches and coastal areas.
The project is part of the adidas Platform A initiative, which, among other things, aims to develop the positive impact of digital technologies on retail. It not only shows the company as an innovator, but also highlights its activities in the field of environmental protection and recycling, helps to strengthen the position of the brand, which is beginning to be perceived as more "green".
The creative agency MONOCHROME worked on the creation of the project, as well as the eyecandylab laboratory, which specializes in AR technologies and already has rich experience in cooperation with large companies and organizations. Augmented reality is very effective as a storytelling tool because it allows the user to literally immerse themselves in what is happening. Not surprisingly, AR technologies are gradually are becoming more and more in demand in marketing.